Genesis modernizes car buying with online convenience

Despite the explosive growth of e-commerce, there are few products that consumers are not able to purchase online. Today, people can order a range of goods and services from diapers to dishwashers.

Few today, however, would ever think about ordering a new vehicle — let alone a luxury vehicle — over the Internet.

Genesis Motors Canada is hoping to change that attitude. This new luxury vehicle maker is introducing a revolutionary car buying experience promising to be modern and stress-free.

The Genesis offering is one that many established car companies would be hard pressed to match, with their legacy network of automotive dealers and a structure based on a myriad of vehicle options and confusing promotions and offers.

Genesis can sell its vehicles online (starting this fall with the G90 and G80 sedans) in part because options are very limited — deliberately. Top of the line safety and entertainment features are standard, with the main choices being colour and one of two high-performance engines.

That keeps decisions to a minimum while ensuring the highest quality for the price paid. That value equation is made even more appealing with the company’s no hassle, no haggle, no hidden fees formula. Genesis buyers can be assured that the price they are paying is the same as paid by another buyer in a different city or region across the country.

While Genesis will be the first car company to sell its vehicles primarily through the Internet, other car companies are expected to follow at some point.

“Our expectation is that the auto industry will eventually move there, it is just that Genesis, as a new entry, is getting a head start on that,” says Chad Heard, senior manager of public relations with Genesis Motors Canada.

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How will the online sales model work? While buyers could conceivably purchase a vehicle sight unseen and without contact with a sales representative, Genesis have a system in place that will marry the best of the online and dealer service models.

For prospective purchasers who are not ready to buy with the click of a mouse or tap of their phone, the Genesis “customer-centric” approach will allow buyers to view and test drive vehicles which are delivered to their home or office rather than requiring them to visit a showroom.

“We don’t expect everyone to be buying a vehicle online,” says Heard. “With Genesis at home, the car coming to you, with boutique stores that will be appearing in high-end shopping malls across the country and sales facilities that will come in a couple of years time, you will have that full suite of shopping opportunities, so that if a customer wanted to they could touch the Genesis brand in a number of different ways.”

Under the Genesis model, customers can buy under the same terms as with traditional vehicle sellers: cash, finance or lease.

“Leasing is a big part of this segment, so leasing will be part of the launch of Genesis,” explains the Genesis executive.

Just as the touchpoints and ways to experience Genesis will grow in the coming months and years, the vehicle lineup is set to expand as well. Several models are currently in development including a coupe, a sedan that is sized smaller than the G80 and two new SUVs. All will feature premium all-wheel drive platforms that are unique to Genesis.

“Our product lineup is going to grow. We have two models now, by 2021 we will have six, vehicles of varying styles and sizes that will broaden the customer appeal,” says Heard.

“In a year or two, people will be much more familiar with the Genesis product and our consumer-centric approach. Every luxury entry has to start somewhere.”

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Genesis Canada